Customer Experience

Customer Feedback Form: 6 Keys to Success

June 13, 2017

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As part of their effort to improve customer experience, a growing number of organizations are applying various techniques for proactively collecting customer feedback.


Not only does collecting customer feedback help inform your business’ decision-making process; it also helps you understand customers better and get a more accurate handle on how they perceive your product, service, brand, and company.

Customer Feedback Form: Helping You Create Amazing Experiences

With a customer feedback form, your entire organization can gain the information and insights you need to delight customers, increase their satisfaction levels, and deliver amazing customer experiences.

You can integrate this form into your company website, e-mail marketing campaigns, post-transactional touchpoints, social media communications, and even customer experience surveys.

Should My Business Have A Customer Feedback Form?

With customer experience being one of the most important business benchmarks today, growing your business requires relentlessly focusing on your customers.

What are their wants and needs, their thoughts and opinions? Does your product or service solve their problems and meet their expectations? Will your customers recommend your company to their friends and family? How do they really feel about your brand?

To answer these questions, you must ask your customers. This is where the customer feedback form comes in: it’s a great tool for collecting actionable, valuable feedback about your business.

Customer feedback forms can help you understand how to:

  • Build your roadmap and customize your products and services based on the needs and wants of your customers
  • Measure and improve customer experience
  • Improve customer satisfaction and loyalty
  • Identify and manage high-impact customer issues, trends, and patterns
  • Engage with brand promoters and advocates while recovering detractors
  • Generate advanced marketing insights and opportunities for gaining a competitive advantage

When Should I Send the Customer Feedback Form?

In order for you to determine the best time and place for contacting your customers and asking for their feedback, you must be able to identify the touchpoints that are most relevant to their experience.

For example, an e-mail with a link to your customer feedback form can be sent a few days after product or service delivery. Or it can be a few hours after a phone call to customer support. You can even distribute it in-store, after a customer has completed a transaction.

Need advice? Download the customer feedback cheat sheet below in order to understand when the best times are for reaching out to customers.

Customer Feedback Cheat Sheet

The key is to follow up. Think of your customer feedback form as a way to engage in an ongoing dialogue with your customers. In today’s age, businesses that regularly communicate with and request feedback from customers have the edge over those who make only one-off “asks.”

Keys to Success

Getting started with the creation of your first customer feedback form? Here are some keys to success for helping you get the best possible results and response rates.

Ask the right questions. Crucial to the success of your customer feedback form campaign is the type of questions that you ask.

Which specific parts of your business do you want to improve? Are you hoping to find out more about your level of support from a location-specific or managerial perspective? Curious to know how, in the eyes of your customers, you compare to the competition? Ask questions around that — and do so in a way that makes your customers feel like they’re just having a real conversation with your business.

Label your form fields properly. Make it as easy as possible for your customers, no matter the length of your form or the number of questions you’re asking.

We also recommend that you set the tone by adding a form title and description. This reassures customers that there’s a purpose to what they’re doing, that you’re providing a unique way for them to share their thoughts and opinions, and that you’re going to harness their feedback in order to provide them with a better experience.

Personalize, when you can. Do you already have some basic information about your customers? If so, don’t hesitate to use this info in order to personalize your form.

Perhaps you’ve already collected the customer’s name during their recent visit to one of your locations. Here’s a simple note that can go a long way in increasing personalization: “Michael, can you help us improve our service by answering some questions about your experience at our Brooklyn location?”

Ensure scale consistency. If you’re including some sort of rating or scoring scale in your customer feedback form, the scale direction must be as consistent as possible.

For example, if, on a scale of 1 to 5, 1 means “strongly disagree” and 5 means “strongly agree,” make sure that when you include a similar scale in your other questions, the highest value will continue to be assigned to the best outcome — say, 1 means “least important” and 5 means “most important.”

This allows you to minimize respondent confusion, while also making life easier for the staff or team members who will be analyzing your data.

You’ll also like: Net Promoter Score Can Improve Customer Experience

Apply responsive design. Clunky or slow-loading design may cause people to abandon your form. Responsive design is a design approach aimed at allowing your customer feedback form to be viewed (and filled out) in response to the size of the screen or browser that the customer is viewing with. So it resizes depending on what kind of device it’s being viewed on.

Also, remember to keep respondents engaged with well-suited visuals and appropriate colors and fonts. And leave plenty of white space, so your form appears uncluttered and doesn’t scare people away.

Act on insights. If you were a customer who spent time to fill out a feedback form, how would you feel if, afterwards, the business didn’t do anything based on what you shared?

Take action based on the results and insights you generate from the customer feedback form. Share what you have learned to key decision-makers and stakeholders in your organization. And use the information shared directly by customers in order to foster service and operational improvements.

Once you have an action plan in place, share it with your customers. Show them that the time and energy they put into completing the customer feedback form weren’t for naught.

Transform the Customer Experience

Successful businesses depend on customer feedback. With customer feedback forms, you can collect information essential to improving your business, providing better experiences, and increasing your revenue. Remember: the voice of the customer is one of your company’s greatest sources of learning. Listen to it — and act on it — in order to truly transform the customer experience.

Customer Feedback Cheat Sheet

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